What springs to mind when you hear the word ‘greenwashing’? Perhaps it’s the fast fashion brand selling ‘eco warrior’ slogan T-shirts, or the multinational fizzy drinks manufacturer using ‘recyclable’ plastic bottles. But what about the millennial mineral water company that packages its product in cardboard boxes, the ‘conscious’ athleisure-wear brand making leggings from ocean plastics, or the tech start-up that vows to donate a percentage of its profits to carbon offsetting in the Amazon?

Turns out, they’re also pretending to be more sustainable than they really are – although their customers aren’t aware of it. But what I find most surprising is that the companies themselves often don’t realise either.